Trendy v podnikn, 6(1) 53-63

The Author(s) 2016

ISSN 1805-0603
Trendy v podnikn vdeck asopis Fakulty ekonomick, ZU Publisher: UWB in Pilsen
http://www.fek.zcu.cz/tvp/
Business Trends scientific journal of the Faculty of Economics, UWB

The Influence of Customer Based Brand Equity on Consumer Responses-the

newly opened West Hills Mall in Ghana
Hayford Amegbe 1
1 Hayford
Amegbe, MBA, Lecturer School of Business, Dominion University College, dansohay@yahoo.com,
h.amegbe@duc.edu.gh

Abstract: The interest of this study is to understand customer based brand equity and its effect
on consumers willingness to pay price premiums, consumers attitude towards brand preference and
purchase intention at the newly open West Hills Mall in Ghana. The data for the study was collected
from 400 customers who went to shop at the West Hills Mall. Using a conrmatory factor analysis and
path analyses it was found out that brand preference and purchase intension is signicantly related
to band equity. However, consumers willingness to pay price premiums is not significantly related
to brand equity. Possible future research could look at involving customers from more than one
shopping Mall in the country because of the cultural differences in customer preference. Also,
performance measurement and nancial performance could by studied to help marketing managers and
marketing planners to know the importance of brand equity in running shopping Malls.

Keywords: Customer Based Brand Equity, Consumer Response, West Hills Mall, Ghana

JEL Classification: M31, M15

equity research. From a cognitive psychology

INTRODUCTION
The denition of brand equity can be
approached from the perspective of investors,
manufacturers, retailers or consumers.
Retailers and manufacturers are usually
concerned with the cash ow and strategic
implications of brand equity, while investors
concern themselves with value in terms
of nances so as to treat it as an asset and
include it in the rms balance sheet (Myers,
2003; Keller, 1993). According to Keller (2003),
brand equity [is] the differential effect that
brand knowledge has on consumer response
to the marketing of the brand. Therefore, it is
important for the brand to provide some value
to customers in order for it to have a high equity
level. This is because the power of a brand is
determined by what customers learn of it over
time. It also includes what they have felt, seen,
or heard about the brand (Keller, 2003).
Aaker (1991) and Keller (1993) developed
the foundation for consumer-based brand
approach, Aaker (1991) denes brand equity as
a set of brand assets and liabilities linked
to a brand, its name and symbol that add
to or subtract from the value provided
by a product or service to a rm and/or to that
rms customers. These assets are brand
awareness, perceived quality, brand
associations, brand loyalty and other
proprietary assets. Keller (1993) develops
an alternative view and denes the concept
of consumer-based brand equity as
the differential effect of brand knowledge
on consumer response to the marketing
of the brand. Following these two approaches,
this study uses a consumer-based brand equity
measure that consists of four key constructs:
brand awareness, perceived quality, brand
associations, and brand loyalty and examines
these on consumers willingness to pay price
premiums, consumers attitude towards brand
preference and purchase intention These brand
equity dimensions are widely accepted and

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used by numerous researchers (e.g. Yoo et al.,
2000; Kim et al., 2003; Pappu et al., 2005; Lee
and Back, 2010; Pike et al., 2010; Kim and
Hyun, 2011).
1. BRAND AWARENESS
Brand awareness is the rst step to creating
brand equity. This dimension refers to whether
consumers can recall or recognise a brand and
is related to the strength of a brands presence
in consumers minds (Aaker, 1996). Perceived
quality and brand associations are also two key
dimensions of brand equity. Perceived quality
refers to the perception of the overall quality
or superiority of a product or service relative
(Keller, 2003), while brand associations are
the concepts that have links to the brand name
in consumer memory (Keller and Lehmann,
2006).
Brand awareness involves linking the brand
to different associations in memory (Keller,
2003). Therefore, consumers must rst be
aware of a brand to later have a set of brand
associations (Aaker, 1991). Brand awareness
affects the formation and the strength of brand
associations, including perceived quality (Keller,
1993; Pitta and Katsanis, 1995; Keller and
Lehmann, 2003; Pike et al., 2010).
1.1 Perceived quality
Perceived quality refers to the judgement
or perception about the superiority
of the product compared to others in the same
category or close substitutes. It is the ability
of a product to offer the necessary level
of satisfaction better than other alternatives.
As explained by Baldauf et al. (2003),
the quality of a product is a signicant resource
that enables the rm to achieve
competitiveness. When the rm creates
a brand, they need to communicate
the essence of the brand with the aim
of positioning it in the minds of the audience
in the marketplace so as to match
the characteristics of the brand to the needs
and expectations of the consumers. According
to Hamann et al. (2007), branding contributes
greatly to providing security and assuring
customers of the quality of products.
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The development of powerful brands
in a market arises from consistently providing
a compelling experience to customers.
The experience is achieved through
the distribution channels, the product on offer,
physical environment, employee behaviour and
brand communication. These factors largely
contribute to making the brand tangible
to consumers (Abimbola and Vallaster, 2007).
Having a high-quality brand is not only
a prerequisite to being competitive in a market;
it enables also the company that owns
the brand to become attractive
in the marketplace (Urde, 1994). The service
encounter provided by the rm to its customers
serves as the strongest impression of quality
of the brand; hence, every interaction between
the rm and its customers affects the brand
image (De Chernatony and Drury, 2006).
Brand association
According to Lassar et al. (1995), brand
association refers to the relative strength
of a consumers positive feelings towards
the brand. The interaction between customers
and other relevant stakeholders has
an inuence on the brand equity of the rm. It
has been argued by some researchers that
when the customers experience of a product
or brand is positive, the brand becomes
stronger and there is a positive reputation
of the brand (Abimbola and Vallaster, 2007).
A study by Hamann et al. (2007) reveals that
buyers often patronize and are also willing
to pay premium prices for those products that
are branded when they have a choice to select
from products that fall into the same category.
Buyers eventually identify with the brand and
they also form some emotional bond with and
sentimental attachment to the brand (Lassar et
al., 1995). Consumers use the name
of the brand to make inferences
about the quality of a product they are not
familiar with mainly because the brand name
tends to build a reputation of the product
as a result of the associations it has by virtue
of its name and the utility or value
of the product (Lassar et al., 1995). Some
researchers (Simmons, 2007) explain that
a brand evokes in the mind of customers
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a certain presence, personality and product
or service performance. The associations can
be either a functional consequence
or a symbolic meaning (OLoughlin and
Szmigin, 2005). According to Balmer and Gray
(2003) buyers are usually persuaded to believe
in some perceived cordiality associated with
a particular brand. Hence, consumers tend
to consume the brand and associate
themselves with the brand to identify who they
are, who they wish to be and/or how they wish
to be seen. Brands become competitive
in the marketplace as a result
of the associations and behaviour of consumers
towards them. Simply put, buyers tend
to develop relationship with brands and such
a relationship substitutes for human interaction
between the rm and its customers. According
to Delgado-Ballaster and Munuera-Aleman
(2005), this relationship is known as relational
market based brand equity.
Brand loyalty
When a customer is loyal to a product
or a brand, they consider it as their first option
or choice and they are not influenced
or affected by the strategies that are employed
by competitors to lure them or get their attention
(Tong and Hawley, 2009).
Unlike the other antecedents of brand equity,
brand loyalty develops from actual buying and
usage of the product or brand (Baldauf et al.,
2003). It is often indicated by the favourable
attitude of consumers towards a brand,
demonstrated by repeated purchase
of the brand over time (Urde, 1994).
Brand equity is influenced by the subjective
evaluation of any direct (e.g. trial, usage) and
indirect contact (e.g. advertising, word
of mouth) with the brand (Delgado-Ballaster
and Munuera-Aleman, 2005; Keller, 1993).
Consequently, in order to achieve brand equity,
it is important for firms to develop marketing
strategies that not win only customers but also
build trust and loyalty. Brand loyalty is
an important characteristic of brands with high
equity (Atilgan et al., 2005; Tong and Hawley,
2009; Aaker, 1991). When a firm succeeds
in building loyalty in the marketplace for its
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products and services, it leads to certain
marketing advantages. The marketing
advantages include price premiums, market
share and greater trade leverage and reduced
marketing costs (Delgado-Ballaster and
Munuera-Aleman, 2005)
Customer based brand equity effects
on consumers responses
Building a strong brand with positive equity
positively inuences rms performance through
its effect on consumers responses towards
brands. This study explores three of these
consumer responses: willingness to pay a price
premium, brand preference and purchase
intention. The willingness to pay a price
premium reects the amount a consumer is
willing to pay for a brand in comparison with
other brands offering similar benets.
The literature indicates that brand equity has
a notable impact on consumers willingness
to pay a price premium (Lassar et al., 1995;
Netemeyer et al., 2004). Brand equity makes
consumers less sensitive to price increases
(Hoefer and Keller, 2003; Keller and Lehmann,
2003) and more willing to pay a higher price
since they perceive some unique value
in the brand that no other alternative can
provide (Chaudhuri, 1995; Seitz et al., 2010).
2. OBJECTIVES OF THE STUDY
The main objective of this study is
to understand customer based brand equity and
examines the effect of brand equity
on consumers willingness to pay price
premiums, consumers attitude towards brand
preference and purchase intention
3. HYPOTHESIS DEVELOPMENT AND
CONCEPTUAL FRAMEWORK
Building a strong brand with positive equity
positively inuences rms performance through
its effect on consumers responses towards
brands. This study explores four of these
consumer responses: willingness to pay a price
premium, attitude towards extensions, brand
preference and purchase intention.
The willingness to pay a price premium reects
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the amount a consumer is willing to pay overall preference (Hoefer and Keller, 2003).
for a brand in comparison with other brands Similarly, customers who perceive a higher
offering similar benets. The literature indicates value in a brand are more likely to buy it (Aaker,
that brand equity has a notable impact 1991). Researchers have found a positive effect
on consumers willingness to pay a price of brand equity on consumers brand
premium (Lassar et al., 1995; Netemeyer et al., preferences and purchase intentions.
2004). Brand equity makes consumers less For instance, Cobb-Walgren et al. (1995) found
sensitive to price increases (Hoefer and Keller, across two categories, hotels and household
2003; Keller and Lehmann, 2003) and more cleaners, that those brands with higher equity
willing to pay a higher price since they perceive generated greater brand preferences and
some unique value in the brand that no other purchase intentions. Similar results are reported
alternative can provide (Chaudhuri, 1995; Seitz by Tolba and Hassan (2009). Thus the following
et al., hypothesis is fomulated:
2010). Thus it is hypothesized that: H3. Brand equity has a positive
inuence on consumers purchase intention
H1. Brand equity has a positive
at the Westhill Mall
inuence on consumers willingness to pay
price premiums at the Westhill Mall According to Hellier et al., 2003 there is
a relationship between these two constructs:
Firms with higher brand equity can also extend
brand preference and purchase intention
their brands more successfully (Rangaswamy
the theory of reasoned action has been used to
et al., 1993). One of the main reasons is that
explain the relationships between attitudes,
endowing a new product with a well-known
intentions and behaviour (Fishbein and Ajzen,
brand name provides consumers with a sense
1975). According to this theory, a favourable
of familiarity and trust that positively inuences
attitude towards a brand leads to purchase
their attitude towards the extension, even when
intention. Hence the following hypothesis is
they do not have specic knowledge about it
formulated.
(Milberg and Sinn, 2008). The strong support
for transfer of knowledge and affect from the H4. Brand preference has a positive
parent brand to the extension clearly justies inuence on consumers purchase intention
the key role that brand equity plays at the Westhill Mall
in consumers evaluations of brand extensions
(Czellar, 2003). Therefore, brands with higher
equity are expected to generate more positive
consumer responses towards potential
extensions, as the following hypothesis
propose:
H2. Brand equity has a positive
inuence on consumers brand preference
at the Westhill Mall
Brand equity also has a positive impact
on consumers brand preferences.
The literature suggests that strong brands get .
preferential evaluations as well as higher

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Business Trends scientific journal of the Faculty of Economics, UWB
Fig. 1: Conceptual Framework
Brand Awareness
Perceived Quality
Brand Loyalty Customer Based
Brand Equity
Brand Association (CBBE)
4. METHODOLOGY
Data will be collected through a survey
at the West Hills Mall using quota sampling
(by age and sex). The West Hills Mall was
selected because it is the biggest mall currently
in Ghana with high customer patronage.
To deal with administration and response,
teaching assistance from the Dominion
University were provided with training to do
the surveys (Craig and Douglas, 2005).
The empirical study used four questionnaires,
one for each brand. Each respondent
were required to complete one version
of the questionnaire and evaluate only one
brand. To be eligible for the study, respondents
needed to be aware of the focal brand on their
questionnaire. A total of 500 questionnaires
were completed. Non-valid questionnaires were
discarded. Regarding consumers responses
to brand equity, three of the items used
in Netemeyer et al. (2004) were adopted
to measure the willingness to pay a price
premium. Based on Sirgy et al. (1997), brand
preference were measured using a three items.
Three items on understanding brand equity and
the effect of on consumers purchase intention
measure were taken from Yoo et al. (2000).
Finally, purchase intention was measured using
three items adapted from a previous study by
Erdem et al. (2006). A total of 500
questionnaires were administered and out
of which 400 were considered valid and were
used in the nal analysis. A total of 100
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Consumers
willingness
H1 Consumers brand
preference
H2 H4
H3
Consumers
purchase intention
Source: By Author, 2015
questionnaires were eliminated because they
were incomplete.
5. DATA ANALYSIS AND DISCUSSIONS
A total of 500 questionnaires were administered
and out of which 400 were used to do the
analysis. 100 questionnaires were not valid
to be included in the analysis. A structural
equation modeling was used for conrmatory
factor analysis and path analyses. The study
used two-step approach recommended
by Anderson and Gerbing (1988). First,
the measurement model was analyzed
to ensure sufcient reliability and validity
of the constructs. Second, the hypotheses
of the relationships between constructs were
tested. Model t criteria suggested by Hu and
Bentler (1999) were used for both
the measurement and the structural model:
goodness of t (GFI), adjusted goodness of t
(AGFI), comparative t index (CFI), root mean
square residual (RMR), and root mean square
error of approximation (RMSEA). Acceptable
models should have (and GFI and CFI greater
than 0.90.
5.1 Demographic characteristics
Proctor (2000) explains that demographic data
are needed to obtain basic information about
the respondent. It provides identification
material about the respondent such as age and
sex. Demographic data, in addition, helps
in the analysis of subgroups within the sample
to provide a method for identifying differences
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in key results in responses by subgroups such preferred for Samsung in relation to Consumer
as age, sex, etc.The distribution Electronics, 13.3% preferred for Barcelos and
of demographic variables (Table 1) 11.8 % preferred Food Inn in relation to Food,
of the sample indicated that the respondents 10.5 % preferred Wooden and 14.5% preferred
tended to be the youth. Out of the 400 GTP/Holland in terms of Fashion, and 16.0 %
respondents, 47.5 % were male and 52.5 % preferred Guinness and 9.0% preferred club
were female . 77 % of the sample were beer in terms of Alcoholic drinks. This gives the
between the youth ages of 18 years and 30 current standing of each the brands at the West
years. The ratio of respondents to the selected Hills Mall.
brands was: 8.0% preferred Apple and 17.0 %
Tab. 1: Demographic Characteristics
Parameter No. of Respondent %
Gender
Male 190 47.5
Female 210 52.5
Total 400 100
Age Group
18 - 24 112 28.0
25 - 30 196 49.0
31 - 40 61 15.3
41 50 31 7.8
Total 400 100
Apple 32 8.0
Barcelos 53 13.3
Club Beer 36 9.0
Food Inn 47 11.8
GTP/Holland 58 14.5
Guinness 64 16.0
Samsung 68 17.0
Wooden 42 10.5
Total 400 100.0
Source: Field Data, 2015
5.2 Reliability and validity of measures 5.0 Graphics software for the measurement
model with four constructs was performed.
To assess the initial reliability of the measures, Patterns fitting indicators are listed in the Table
Cronbachs alpha for all the construct was 2.
calculated and found to be 0.85. Next,
a conrmative factor analysis (CFA) with Amos

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Tab. 2: Measuring patterns fitting overall indicators

Variables/Indicators Brand equity Price Premium Brand Preference Purchase Intension
CMIN/DF 1.52 2.36 1.83 2.33
RMR 0.01 0.02 0.02 0.01
GFI 0.91 0.96 0.90 0.94
AGFI 0.92 0.90 0.98 0.98
IFI 0.90 0.93 0.99 0.95
CFI 0.95 0.92 0.96 0.97
Source: Field Data, 2015
Table 2 indicated that all criteria met the statistical signicance of the proposed
the recommended values in the measuring relationships between brand equity and its
patterns and related Factor loadings were all dimensions. Table 3 shows the model overall
more than 5%, and the significance level is fittings indicators.
0.000.

1. STRUCTURAL MODEL
Based on the study hypotheses, a structural
equation modeling was developed to assess

Tab. 3: The Model Fitting Indicators

Variables Indicators
RMR 0.002
PCFI 0.63
IFI 0.97
CFI 0.98
TLI 0.96
NFI 0.98
AGFI 0.96
GFI 0.97
RMSEA 0.04
CMIN/df 1.93
Source: Field Data, 2015
Amos output results (Table 3) in model Table 4. The estimated model results
standard estimation section indicate that path supported three of the four hypotheses as
analysis model is a suitable model. CMIN/df is shown in the Table 4.
1.93 which is acceptable. RMSEA rate is equal
to 0.04 which is appropriate, GFI and AGFI and
other three variables of NFI, CFI, TLI and IFI
rate are all more than 95%. And finally RMR
rate indicate approximately zero rate. Fitting
indicators for all patterns is in the acceptance
area and these indicators reveal a good pattern
fitting by data and the collected data support
the pattern well.
The study tested the relationship between
the antecedents and the result is presented in

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Trendy v podnikn vdeck asopis Fakulty ekonomick, ZU
Business Trends scientific journal of the Faculty of Economics, UWB
Tab. 4: Results of hypotheses testing
Hypothesis Relationship
Brand equity Price Premium
Brand equity Brand preference
Brand equity Purchase Intension
Brand preference - Purchase Intension
DISCUSSION AND CONCLUSION
The present study has analyzed consumer
brand equity on consumer response. The basic
objective was to understand customer based
brand equity and examine the effect of brand
equity on consumers willingness to pay price
premiums, consumers attitude towards brand
preference and purchase intention.
The researcher formulated four hypotheses that
relate brand equity to price premiums, brand
preference and purchase intensions.
Although these ndings do not completely
support all hypotheses, the study found brand
preference and purchase intension are
significantly related brand equity. However,
consumers willingness to pay price premiums
and brand equity were found not to be
significantly related, indicating that having
a brand name is not a guarantee to place
premiums on the product. This result is
inconsistent with some earlier studies (example,
Lassar et al., 1995; Netemeyer et al., 2004,
Hoefer and Keller, 2003; Keller and Lehmann,
2003)
To improving and encouraging products brand
equity, it is important to establish the fact that
different brand equity dimensions contribute
to the overall equity in different ways, and that
a relationship exists among the dimensions.
Marketing managers who are often restricted
due to limited resources (e.g. money, time, and
manpower) to implement branding strategies,
can make good use of the ndings of this study
by prioritizing and allocating resources across
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Standard t p - value Results
coefficient value
-0.06 -0.87 Unsupported
0.47 4.01 Supported
0.48 3.67 Supported
0.47 3.43 Supported
Source: Field Data, 2015
the various dimensions. The study is limited
to only the West Hills Mall. Future research
needs to be done among the various regions
in Ghana because of the cultural difference that
exist among the various regions in Ghana
which would influence consumer utility and
preference.
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